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Case Study

Sunderland AFC will rack up a decade with StreamAMG

Sunderland AFC are amongst StreamAMG’s longest-serving sports clients having signed up ahead of the 2012-13 season. Since then, MediaPlatform has powered SAFC TV and later SAFSEE, one of the most popular VOD services in UK football.

Ahead of the 2018-19 campaign, the club decided to move into live streaming their league games, as permitted by EFL regulations. To facilitate this, StreamAMG supplied a bespoke encoding solution, deploying custom-built LOLA encoders to handle signal transmission, DRM application via Widevine, Playready and Fairplay and forensic watermarking to allow flexible anti-piracy measures and real-time takedowns. StreamAMG’s anti-piracy solution is ratified by the most demanding broadcasters in the business.

Encoders are embedded within the club’s partner facility, while for pre-season games direct ingest is available via StreamAMG’s comprehensive connectivity solutions including RTMP and satellite.

StreamAMG also deployed the Cloud Matrix platform to produce dynamic feeds flowing into a new mobile video app, which launched ahead of the first game of the season. This allows users to consume live video and audio content on the move, in addition to catching up on the club’s wide-ranging collection of VOD. The app shot into the top 10 of the Apple chart the day after its launch.

All live broadcasts are directly supported with hands on human monitoring from MediaCityUK, and the live offering is underpinned by the CloudPay customer management platform, integrated with customer service support offered directly from Manchester.


"StreamAMG are leaders in their field and their innovative technology allows us to offer a top-quality service to our supporters."

Tony Davison, Managing Director, Sunderland AFC

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